When the Underdog Positioning Backfires! The Effects of Ethical Transgressions on Attitudes Toward Underdog Brands
This research investigates the novel link between consumers’ support for underdog brands and their ethical expectations of such brands and finds that the underdog brand positioning may not always be beneficial. Rather, we argue that the identification-based supporting motivation for underdog brands...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Frontiers Media S.A.
2020-09-01
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| Series: | Frontiers in Psychology |
| Subjects: | |
| Online Access: | https://www.frontiersin.org/article/10.3389/fpsyg.2020.01988/full |